The Streaming TV Playbook for Marketers in a Shifting Advertising Marketplace
Author: Peter Jones, Head of Sales, Premion.
Consumers have fully embraced streaming for its convenience, choice, and control, making Connected TV (CTV) the fastest-growing advertising channel. In 2025, eMarketer projects that 87% of U.S. households will be CTV households, and 46% of daily TV time will be spent on Connected TV.
This growing adoption has fueled CTV’s evolution into a powerful full-funnel advertising medium. BIA projects local ad spending on CTV/OTT will reach $3.6 billion in 2024, including $1 billion in political spending—a 53.9% increase from last year.
With more streaming TV options available than ever before, nearly every streaming provider has launched an ad-supported option. As a result, the ad-funded model is emerging as the driving force behind the future of streaming, with free ad-supported streaming TV (FAST) channels leading the way.
We’ve developed a new white paper with BIA Advisory Services to help advertisers navigate the fast-growing, yet increasingly fragmented, streaming TV marketplace and provide actionable insights in the planning, buying, and measurement of CTV advertising. As brands compete for audience attention, CTV’s precision targeting and measurable outcomes make it an invaluable channel for advertisers seeking to maximize reach and engagement.
Among the key advertiser takeaways from the report:
- Local Relevance: Local advertisers now have access to sophisticated audience targeting and advanced measurement capabilities, previously reserved for national and big brand advertisers.
- Brand Safety: Brand safety remains critical for advertisers and CTV is emerging as a smart and secure choice, offering advertisers the ability to align with trusted, premium content.
- Combating Ad Fraud: Advertisers need to ensure that they’re choosing trusted providers that are committed to continued vigilance in ad fraud protection.
- A Total TV Strategy: By combining CTV and linear TV advertising as part of a Total TV strategy, advertisers can reach viewers regardless of how they watch, gaining access to a larger total audience.
- Advanced Targeting: Marketers can leverage sophisticated data-rich approaches like intender and persona-based targeting to reach precise audiences in their CTV campaigns, driving both brand awareness and performance goals.
- Full-funnel Measurement: Marketers now have access to advanced measurement tools that provide accurate insights into campaign outcomes across the customer journey. These tools measure reach extension, brand lift, website visits, and can link CTV viewership to in-store and online sales.
- Multifaceted buying: Advertisers have more choices when buying CTV advertising, from managed services for simplifying campaign execution to programmatic buying for improved efficiency, with many adopting a multifaceted approach to leverage both workflows.
- Transparency: Advertisers need to know what they are buying and where their ads are running to ensure their campaigns reach the right audience on the right platforms.
Download the free report, “STREAMING TV TRENDS & OUTLOOK: The Streaming TV Playbook: Winning Strategies for Marketers in a Shifting Advertising Marketplace,” for valuable insights on developing and implementing an effective CTV advertising strategy.
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